Pay-per-click (PPC) advertising is a cornerstone of modern digital marketing, but inefficient retargeting can lead to wasted budgets and missed opportunities. By leveraging RFM analysis (Recency, Frequency, and Monetary value), advertisers can identify their most valuable audiences and refine their retargeting strategies to maximize returns. This article explores how RFM segmentation works, why it matters, and how to implement it effectively to enhance PPC campaign performance by analyzing individual customer behaviors to tailor marketing strategies.